CAMP HILL, Pa. — Rite Aid is introducing an exclusive line of skin-care products as the drug chain continues to burnish its image in health and beauty.

The 10-piece line, called Receutics Active Skin Repair, debuts this week in 200 New Jersey and Seattle-area Rite Aid doors, and online at a dedicated site, Receutics.com. This is the latest in a continuing industry trend of retailers creating their own exclusive labels.

Receutics was developed for Rite Aid in response to market demands for serious skin care to tackle common issues such as acne and eczema. The products retail from $9.99 to $49.99 and fall into one of four categories:  acne clearing, therapeutic relief, sun care or antiaging.

This is Rite Aid’s first foray into an exclusive skin-care line. The chain would not divulge projections, but industry sources said lines like this can be built into sales exceeding $1 million to $2 million when rolled out to more stores.

Since the line straddles beauty and pharmacy, Rite Aid hopes to merchandise it at the pharmacy counter, as well as in the skin-care aisle when possible. Stores with beauty advisers will also feature Receutics at the beauty counter.

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“We’ve made training a priority with the launch of Receutics. All of our Rite Aid pharmacists in stores where the Receutics line is available are able to counsel customers on the products,” said David Abelman, Rite Aid’s senior vice president of brand development and innovation. “In addition, Wellness Ambassadors in our Wellness stores are able to discuss the line with customers, and in locations that have an expanded beauty department, Rite Aid beauty advisers are able to assist customers.”

The line is supported by clinical research conducted by Zoe Draelos, former vice president of the American Academy of Dermatology. For example, the Receutics Active Skin Repair three-piece topical acne-clearing kit was found to clear acne faster and improve the appearance of facial acne two times faster than a similar three-piece kit for a leading brand.

Key ingredients include fruit-seed extract, hyaluronic acid, antioxidants, retinoids, aloe vera and vitamin C. All products are paraben-free.

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